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Report on

Submitted to: Mr.Amanullah khan

By: Arish Hussain Bhatti Shahzeb Ali Irshad Ali Raza

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Submitted To: Mr. Amunallah Khan Owner

By: Arish Hussain Bhatti Shahzeb Ali Irshad Ali Raza (Assistant Managers)

DATE: 13th January, 2013.

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LETTER OF AUTHORIZATION
1st Jan, 2013 Mr. Arish Hussain Bhatti Mr. Shahzeb Ali Irshad Mr. Ali Raza Assistant Manager Biryani Center

Dear Mr. Khan I am writing this authorize letter to inform you that we have selected you to conduct a study and prepare a report regarding the decline of sales over the few years of our Biryani Center. In this report you will have to mention the causes for the decline along with your own recommendations to improve it, which will be beneficial for our branch which is at Sindhi Muslim. You will get every necessary data or details for the research. If you find any difficulty in your way please feel free to let me know. Yours Sincerely, Mr. Amanullah Khan Founder, Biryani Center

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LETTER OF TRANSMITTAL
10 Jan, 2013 Mr. Amanullah Khan Founder, Biryani Center Dear Sir, We are submitting you the report as per you request regarding the analysis of sales declining. In the preparation of report, we have strictly followed all your instructions and requirement. This report includes analysis of the problem. The report includes a detailed analysis of sales declination according to our research. It also includes questionnaires and interviews that were taken to have a better analysis and results. I am hopeful that this report will be of immense help to enable you to evaluate the situation finely and thoroughly and the implementation of the recommendations shall help you to overcome the problem. We appreciate youve assigned us this task of responsibility. Please let us know if we could be of further assistance.

Yours Sincerely, Arish Hussain Bhatti Shahzeb Ali Irshad Ali Raza Assistant Manager Biryani Center

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Contents
LETTER OF AUTHORIZATION ................................................................................................................ 3 LETTER OF TRANSMITTAL .................................................................................................................... 4 EXECUTIVE SUMMARY .......................................................................................................................... 6 INTRODUCTION: ....................................................................................................................................... 7 Authorization ................................................................................................................................................ 7 Sources .......................................................................................................................................................... 7 Background ................................................................................................................................................... 7 Problem ......................................................................................................................................................... 7 Purpose.......................................................................................................................................................... 7 Methodology ................................................................................................................................................. 8 QUESTIONNAIRE (Customers and Surrounding Residents)...................................................................... 9 INTERVIEW QUESTIONS .............................................................................................................................. 11 DATA COLLECTION & ANALYSIS....................................................................................................... 13 Interview Analysis: ..................................................................................................................................... 17 Summary ..................................................................................................................................................... 18 Recommendation: ....................................................................................................................................... 18 APPENDIX ................................................................................................................................................. 19 BIBLIOGRAPHY ....................................................................................................................................... 20

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EXECUTIVE SUMMARY
Founder Member Mr. Amanullah Khan started Biryani Centre a decade ago from its first Branch in the heart of DHA Karachi. With the passage of time the customers demand rapidly increased keeping the demand in view Mr. Amanullah Khan expanded his business by opening 6 more Branches in other posh areas of Karachi. Today the Chain of Biryani Centre in Karachi enjoys a long-held national reputation for excellence in Pakistani food such as Chicken Biryani, Beef Biryani, Chicken Tikka Biryani, Fish Biryani, Prawn Biryani and Chicken Karahai in high class hospitality. The research was conducted to find the sales of Biryani Center declination on a yearly basis which is located in Sindhi Muslim Society. The research was to analyze the reasons for the decline in sales along with some changes that can be made to improve the sales. The main sources of information were collected from primary and secondary data. Our research design was based on qualitative method. A set of questionnaire was prepared as well as interviews were conducted to gather information for analyzing the sales decreasing. In this research, primary research was done in which questionnaires were distributed and interview was taken from supervisor and employees to get to know a better response and feedback. As a result many causes were derived regarding the decline in sales such as; competitors, political stability, infrastructure, food quality, parking space, mismanagement by employees, location and price. These causes were also analyzed and few recommendations and changes have been advised to Biryani Center for the increase in sales. The report here gives the best suggestion that can be considered and applied.

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INTRODUCTION: Authorization
I am authorized by Mr. Amanullah Khan to write a report on the reasons for decline of sales of biryani centre of Sindhi Muslim society over the past few years.

Sources
We decided to carryout both research methods, primary and secondary. In Primary sources, we carried out questionnaires and interviews, and in Secondary sources, we took the help of newspaper, internet and through media.

Background
Biryani Centre is a renowned eating place in Karachi, Pakistan especially for Biryani lovers. The well-known Biryani Centre in DHA PHASE V (head office) has the handpicked biryani for the inhabitants of Karachi. The city of light-Karachi is well-known for its streets, markets and restaurants therefore Biryani Centre is the main attraction for people living here. They specialize in very spicy and delicious Biryani, BBQ, Haleem and many traditional dishes. Biryani Center deals & menu also includes famous Haleem because it has unmatched taste as compare to other restaurants haleem. They have also a new Batair Biryani which is very succulent. It has many branches in Karachi which are situated in famous place such as Sindhi Muslim and Teen Talwar.

Problem
As we have noticed that the sales of Biryani Center, Sindhi Muslim Branch is declining on a yearly basis. Through this report we will be looking at different factors that are affecting the sales.

Purpose
The purpose of writing this report is to analyze the causes of the decline in sales and the steps that can be taken to improve it.

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Methodology
We have chosen qualitative research design which is based on researchers judgments and instincts. RESEARCH AREA The research was carried out in S.M.C.H.S opp. Bundoo Khan and 26th street branch. Questionnaire was conducted from the customer, surrounding residents and who was dining to nearest restaurant. Supervisor and employees were also interviewed of biryani centre. SOURCES OF DATA o Primary source: Questionnaires and interviews. o Secondary Sources: Data was collected from the newspaper, magazine and internet. The questionnaires will be kept anonymous and none of them was forced to answer the questions. It was under all ethical norms. (See Appendix 1 & 2 for questionnaire and interview questions). Number Of Questionnaires Distributed People Interviewed Total Primary Data 22 3 25

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QUESTIONNAIRE (Customers and Surrounding Residents)


Q1) Do you like to go at Biryani Center? A) YES B) NO

Q2) What do you prefer having at Biryani Center? A) Chicken B) Mutton C) Beef Q3) What do you prefer most when you eat at Biryani Center? A) Quality B) Convenience C) Beef D) Price Q4) What do you like us to add in menu? A) Chicken Tikka B) Nihari C) Other Q5) How is the behavior of the management and staff? A) B) C) D) Very Good Good Fair Average

Q6) What changes would you like to see in Biryani Center? A) Food Quality B) Space C) Location Q7) What do you think about the quality of products being offered in Biryani Center? A) Average B) Good C) Excellent

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Q8) If you visit Biryani Center, its because of: A) Brand loyalty B) Location C) Distance D) Environment Q9) Is food expensive? A) YES B) NO C) Other Q10) Rate the following Biryani Centers on a scale of 1-10, 1 being the lowest according to your preference: Student Biryani Indus Biryani Season Biryani Biryani Center

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INTERVIEW QUESTIONS EMPLOYEES (Waiter and Cook)


1. If you are offered a job somewhere else of the same level, would you switch to that job? 2. Do you always get wages on time? A. Always B. Sometime C. Never 3. In your opinion, what is not having enough customers every day? 4. How often do you get bonus/incentives except from occasion? 5. Keeping in mind the Biryani Center Menu, what do you think is your specialility? 6. Do people dine here or takeaway? 7. How would you explain ordering system at Biryani Center from customers? 8. Do you think management provides you resources such on time?

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SUPERVISOR
1. What is the specialty of your food? 2. In your opinion, what are the reasons that your sales is declining? 3. What is attitude of your employees towards your business? 4. Who do you think is your competitor in your nearest surrounding? 5. What do you think is the difference in business between your branch and other branches? 6. Are you satisfied with the position that Biryani Center had achieved in the market today? 7. Do you think load shedding has affected your sales? 8. What are the best marketing strategies of your business?

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DATA COLLECTION & ANALYSIS

Around 23 questionnaires were distributed to different people. The questionnaire was kept simple with not too many questions. Following are the results and analysis of the questionnaires.

yes

No

Do you like to do to Biryani centre?


75% 25%

According to the table above, it can be seen that 75 % of people like biryani centre and with the 25 % of people dislike.

Most preferable dish at Biryani center

Column1
Chicken Mutton Beef

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While meal at biryani center most preference:


0.8 0.7 0.6 0.5 Series 1 0.4 0.3 0.2 0.1 0 Quality Convenience Deal Price Column1 Column2

Chicken tikka
Addition in menu

nihari

other

75%

15%

10%

According to the above question, majority of the people wanted chicken tikka to be adding in menu list. Only 15% wants nihari.

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Quality of food and management behavior


60% 50% 40% food quaity 30% 20% 10% 0% bad good fair excellent Column1 management behavior

Evaluation of food quality and management behavior.

Changes in biryani centre

changes in biryani centre

food quality space location price

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In this question a lot of people agreed with the fact that 50% Biryani centre have to change their food quality and some 25% said location should be change whereas 10% were talking about price. Visit to Biryani centre because of

environment

distance

Series 1 Column1

location

Column2

brand loyalty

0%

10%

20%

30%

40%

50%

60%

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Interview Analysis:
According to the interviews we conducted we came to a conclusion that major factor of not making enough revenue by Sindhi Muslim society branch is an issue with the location as it is secluded and surrounded with several restaurants, people have many options for filling their hunger. The employee and supervisor believe that S.M.C.H.S branch is just making loss instead of making profit. Here load-shedding is the key role of sales declination according to staff. However, through their answer we get to know that employee were happy as there were getting their wages on time and the incentives were also paid on except on occasion. It was very surprising when we conduct interview with supervisor, he let us know the price difference in Sindhi Muslim branch and 26th branch. Here is the table: ITEM S.M.C.H.S BRANCH 1300 26TH BRANCH RATE DIFFERENCE IN RUPPESS 80

Chicken tikka (large bucket) Chicken tikka (small bucket) Sizzling chicken tikka Chiken botti korma Nan

1380

700

780

80

120 160 120 7

140 180 80 10

20 20 40 3

Whereas batair biryani and beef biryani is new add up in the 26th branch with 290 and 130 Rs respectively. These items are not available in the Sindhi Muslim branch.

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Summary
Biryani Center is very well known Biryani in the town. Today the Chain of Biryani Centre in Karachi enjoys a long-held national reputation for excellence in Pakistani food. Initially, when Biryani Center was developed, it had many less competitors. One of the major competitors is Student Biryani. Currently, Biryani Center is facing lots of competition in this market as many private individual have opened their Biryani outlet in Karachi which provides best quality food as well such as Indus Biryani & Season Biryani. These are the major reason of decline in sales of Biryani Center. Moreover, they have attracted many people as a result now consumers have many choices. Therefore, its necessary for Biryani Center to do marketing and promotion so that people who have forgotten about it are reminded. This will help Biryani Center to boost its sales.

Recommendation:
We recommend Biryani center (Sindhi Muslim) to apply marketing strategy in the form of advertising in newspaper or media to boost its sales. Moreover, it can offer its potential customers discounts or deal in the food items as this will attract more customers and will change people mindset in the market. Therefore, Biryani center should come up with different marketing strategy which should differ from its competitors. As its competitors are always coming up with different ways of promotions and discount sales to attract their customers and ensure that customers should not go anywhere else.

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APPENDIX

See the attached rate list of 26th street branch and sindhi muslim branch.

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BIBLIOGRAPHY
www.biryanicentre.com www.google.com/biryanicenter/image.